From creative to ‘intelligent content’

Publicis’ next big goal is bringing its creative agencies and production studios together with AI and data — with the end goal of being able to personalize messages. Publicis calls this “intelligent content.”

But it isn’t where it needs to be yet. “Our ability to fuel this connecting media ecosystem with great work that is personalized is still a challenge,” Sadoun said, describing this area as having “huge margin for improvement.”